brand style guide - luther seminary · 2018. 8. 17. · luther seminary brand style guide the...
TRANSCRIPT
04.2018
BRAND STYLE GUIDE
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LUTHER SEMINARY BRAND STYLE GUIDE
3 VISION
4 OVERVIEW
5 VISUAL IDENTITY
6 LOGOS & SYMBOLS Logo Family Logo Use (Spacing/Sizing) Inappropriate Use
11 COLOR PALETTE Primary Palettes Secondary Palettes
14 TYPE STYLE Fonts (Print & Digital)
16 GRAPHIC ASSETS Patterns Style Recommendations
19 BRAND VOICE
21 IMAGE STYLE Photography Video
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LUTHER SEMINARY BRAND STYLE GUIDE
The Holy Spirit calls Luther Seminary to lead faithful innovation for the sake of the Gospel of Jesus Christ in a rapidly-changing world.
VIS
ION
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LUTHER SEMINARY BRAND STYLE GUIDE
The Luther Seminary brand style guide brings consistency to the way we communicate. Our colors, typography, visual style, and voice all work together to create a consistent, personal and unique identity for Luther Seminary. These brand guides help to inform and inspire how we communicate. The Luther Seminary brand should feel personal and unique, yet consistent, so that our audience recognizes who we are. The Luther Seminary brand should be forward-looking, innovative, inspiring, and vibrant.
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LUTHER SEMINARY BRAND STYLE GUIDE
Visual Identity
INSTITUTIONAL SEAL
U S A G E
PresidentialInstitutionalCeremonial
C O L O R S
T Y P O G R A P H Y
Averta Std LightAverta Std SemiBold
Averta Std Black
U S A G E
AcademicsRecruiting
External Facing
C O L O R S
T Y P O G R A P H Y
Averta Std LightAverta Std SemiBold
Averta Std Black
SEMINARY LOGO
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LUTHER SEMINARY BRAND STYLE GUIDE
Logos & Symbols
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LUTHER SEMINARY BRAND STYLE GUIDE
Logos
OUR FAMILY OF LOGOS, ICONS, SEALS AND SYMBOLS
Luther Seminary has three primary brand identifiers. On the following pages you will find recommended usage and application for each of these elements.
• Seminary Logo
• LS Icon
• Institutional Seal
[SEMINARY LOGO]
[ INSTITUTIONAL SEAL]
[LS ICON]
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LUTHER SEMINARY BRAND STYLE GUIDE
Logos
SEMINARY LOGO
The Seminary logo should be used on all Luther Seminary publications, websites and e-communications, and materials.
The secondary mark to the Seminary logo is the Seminary "LS" icon. This icon can be used as a graphic element or in some instances, in place of the Seminary logo.
Only the original electronic files from Luther
Seminary should be used; the logo should never
be recreated or altered.
[SEMINARY LOGO]
[SEMINARY ICON]
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LUTHER SEMINARY BRAND STYLE GUIDE
Logos
SIZE & SPACE
The logo looks best when used at a size appropriate for the medium.
The logo should be used at a size at or larger than 0.5 inches in height. The "LS" icon should be used at a size at or greater than 0.375 inches in height. The Institutional Seal should be used at a size at or larger than 0.75 inches in height.
In order to protect the integrity of the logo, white space needs to be maintained around the logo perimeter. Avoid placing text and/or graphics immediately adjacent to or intersecting the logo.
No matter what size you're using the logo, leave a space around the logo equal or greater than the height/width of the “X” (see illustration at right).
SAFE ZONE
X = HEIGHT OF “M” CHARACTER IN LOGO
=
ACTUAL SIZE APPLICATION FOR VISUAL REFERENCE
MINIMUM HEIGHT = .375˝ MINIMUM HEIGHT = .75˝
MINIMUM HEIGHT = .5˝
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LUTHER SEMINARY BRAND STYLE GUIDE
Logos
INAPROPRIATE USE
The name Luther Seminary, and its logo, icon or seal should always be used to support its image and reputation.
Examples of inappropriate use include, but aren’t limited to, the use of the Luther Seminary logo in connection with alcoholic beverages, unofficial social media accounts, tobacco products, sexually oriented products or services, political parties or organizations, gaming or games of chance, or firearms.
Additional examples of inappropriate use are
outlined to the right.
[DO NOT CHANGE COLORS]
[DO NOT RECONFIGURELOGOS AND ICONS]
[DO NOT STRETCH OR SKEW]
[DO NOT ADD OR REMOVE COMPONENTS TO/FROM THE LOGO ]
[DO NOT CHANGE FONTS OR TYPEFACES]
[DO NOT USE LOGO ON A SIMILAR COLORED BACKGROUND]
[DO NOT APPLY GRADIENTS OR DROPSHADDOWS]
[DO NOT USE LOGO ON BUSY OR DISTRACTING BACKGROUNDS]
LutherSeminary
SUMMER LEAGUE
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LUTHER SEMINARY BRAND STYLE GUIDE
ColorPalette
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LUTHER SEMINARY BRAND STYLE GUIDE
Colors
COLOR PROFILES
The official colors of Luther Seminary are maroon (Pantone 201), gray (Pantone Warm Gray 11) and gray (Pantone Cool Gray 9).
A wider color palette exists to add depth
and energy to the Luther Seminary identity.
The following colors are the only colors to be
used on publications, materials, and the website.
Tints of these colors, as well as black and white,
are also acceptable.
Please use the exact PMS colors (for print) or hex
colors (for web) and avoid trying to match colors
based on what you see on a computer screen or
office printer. The appearance of the colors will
vary widely on different media; using the PMS
and hex colors will ensure accuracy.
PANTONE 201 CCMYK: 7 / 100 / 68 / 32RGB: 157 / 34 / 53HEX: #9D2235
PANTONE COOL GRAY 9 CCMYK: 30 / 22 / 17 / 57 RGB: 117 / 120 / 123HEX: #75787B
PANTONE WARM GRAY 11 CCMYK: 26 / 36 / 38 / 68RGB: 110 / 98 / 89HEX: #6E6259
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LUTHER SEMINARY BRAND STYLE GUIDE
Colors
SECONDARY COLORS
The secondary colors, which compliment the primary palette, should be used as accents or points of contrast.
PANTONE: Black 6 CCMYK: 100 / 79 / 44 / 93RGB: 16 / 24 / 32HEX: # 101820
PANTONE 122 CCMYK: 0 / 11 / 80 / 0 RGB: 254 / 209 / 65HEX: #FED141
PANTONE 637 CCMYK: 62 / 0 / 8 / 0RGB: 78 / 195 / 224HEX: #4EC3E0
PANTONE 172 CCMYK: 0 / 73 / 87 / 0RGB: 250 / 70 / 22HEX: #FA4616
PANTONE 381 CCMYK: 25 / 0 / 98 / 0 RGB: 206 / 220 / 0HEX: #CEDC00
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LUTHER SEMINARY BRAND STYLE GUIDE
TypeStyle
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LUTHER SEMINARY BRAND STYLE GUIDE
VerdanaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789
Aa
Type Style
We recommend the use of these fonts for all printed material.
DIGITAL
Luther Seminary digital communications
uses Poppins or Verdana as the primary
and secondary digital typefaces.
Averta Std LightABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghi jk lmnopqrstuvwxyz
123456789
Averta Std SemiboldABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghi jk lmnopqrstuvwxyz
123456789
Averta Std RegularABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghi jk lmnopqrstuvwxyz
123456789
Averta Std BlackABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghi jklmnopqrstuvwxyz123456789
PoppinsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz123456789
Aa
Aa
Aa
Aa
AaDIGITAL USE
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LUTHER SEMINARY BRAND STYLE GUIDE
GraphicAssets
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LUTHER SEMINARY BRAND STYLE GUIDE
Graphic Assets
PATTERNS
The visual identity of Luther Seminary is distinguished through the use of various graphic elements, including iconography and patterns. These elements help represent Luther Seminary in support of the logo and identity system.
Note: The flame pattern and color combination of green and gray is reserved for use by the Innovation Leadership Team only.
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LUTHER SEMINARY BRAND STYLE GUIDE
Graphic Assets
STYLE RECOMMENDATIONS
The combination of color, type, imagery, and patterns we choose help to visually convey a mood or feeling that supports the message being communicated.
We have provided examples of appropriate
typographic hierarchy to help emphasize and
differentiate larger blocks of copy/content.
The use of secondary colors and patterns
should be used as accents. These elements
should not dominate the layout or overpower
the message. Our goal is to strike a
harmonious balance of elements.
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LUTHER SEMINARY BRAND STYLE GUIDE
BrandVoice
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LUTHER SEMINARY BRAND STYLE GUIDE
Brand Voice
OUR PERSONALITY
The Luther Seminary brand voice is the style of written and oral prose that consistently reflects the desired attributes of the brand.
The voice should be:
• Soundly rooted in Lutheran theology
• Forward-thinking
• Convey innovative ideas
• Optimistic and energetic
• Strong, intentional, and impactful
• Inclusive of all cultures, ethnicities,
races, and identities.
WE AREWELCOMING
GLOBAL
ACCESSIBLE
BUILDING CHRISTIAN
LEADERS
WE ARE NOTELCA-ONLY
CAMPUS-ONLY
NORWEGIAN LUTHERAN OR NORTHERN EUROPEAN LUTHERAN-ONLY
MASTER OFDIVINITY-ONLY
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LUTHER SEMINARY BRAND STYLE GUIDE
Image Style
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LUTHER SEMINARY BRAND STYLE GUIDE
Image Style
PHOTOGRAPHY
Pictures connect with people in ways that words can’t. While our logo, typography, and colors make us easily recognizable, photos add a relatable element to our communications. They showcase our students, faculty, staff, and communities in a vibrant way.
Our preferred image style is candid, emotional, and thoughtful. The images used should support the message of the communcation and reflect the values of the Luther Seminary brand.
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LUTHER SEMINARY BRAND STYLE GUIDE
Image Style
VIDEO
One of the most effective tools for communication and storytelling is video. To ensure a consistent user experience, it is important that videos are of high quality, demonstrate excellent production values, and are distributed in the proper format and resolution.
Most online video channels enforce copyright for music in all uploaded videos. Even music to which rights are owned may be “flagged,” preventing viewing of the video. It is critical to avoid the use of copyrighted music included on videos uploaded to YouTube, Vimeo, and other video service providers.
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